Santander CMO: Martech is oversold, but it’s marketers’ fault

Martech might not always live up to expectations, but marketers only have themselves to blame for not better understanding want they want from the tech in the first place.
That’s the opinion of Santander CMO Keith Moor, who insists marketers need to think like chief technology officers if they are going to get the best out of martech.
“Martech is oversold, but I don’t think it’s the fault of the vendors. I think they’re responding to demand from the marketer. The m